The program awards Tornado distributors, equipment specialists and DSRs with cash applied to a reloadable credit card every time they sell a qualifying product, the release stated.

According to the release, along with providing an incentive to distributors and DSRs, the program has evolved into an educational tool.

"Our reps say it helps them learn more about their end customers'' needs and even helps us detect industry trends," said Sean Martschinke, assistant marketing director at Tornado.

Distributors and DSRs participating in the ExSELLerate program "earn cash every time they sell a qualifying product, and the sky is the limit. They earn cash whether they sell one [qualifying] machine or 10," Martschinke added.